本研究調查了消費者對公平產品的社會情緒轉變的真實性，重點關注印度斯坦聯合利華有限公司 (HUL) 將 Fair & Lovely 更名為 Glow & Lovely。該研究以印度對白皙皮膚著迷的歷史和文化背景為基礎，旨在了解人們對白皙產品態度的轉變是否反映了真正的社會變革，還是只是一個偶然事件。透過全面的文獻綜述，該研究探討了美白霜廣告對社會美感的影響、對公平產品廣告的後殖民地緣文化見解，以及印度對公平的痴迷對個人自尊和社會規範的影響。

文獻綜述強調了印度美白霜的普遍推廣、歧視性美容標準的長期存在以及膚色歧視的社會影響。此外，它還探討了 Fair & Lovely 的品牌重塑策略，揭示了品牌定位和市場動態的複雜性。透過分析現有研究，該研究發現了關於觀察到的社會向公平產品轉變的真實性的研究差距，提示需要進一步調查。

研究採用質性敘事研究方法，包括對來自不同人群的參與者進行訪談，旨在揭示消費者對公平產品態度變化的細緻入微的見解。透過探索參與者的看法、經驗和社會影響，研究試圖確定觀察到的轉變在多大程度上反映了真正的社會轉型或短暫的消費趨勢。

研究的方法概述了選擇定性方法（包括敘事研究）的基本原理，並指定了年齡、性別和地點的目標人口統計。此外，它還提出了研究問題，旨在引發對參與者對公平產品的態度、影響和看法的豐富見解，從而促進對不斷變化的消費者情緒的全面探索。
總之，這項研究增強了我們對印度公平情結的理解，並為印度社會對公平產品的不斷變化或停滯的看法提供了寶貴的見解。

This study investigates the authenticity of the societal shift in consumer sentiment towards fairness products, focusing on the rebranding of Fair & Lovely to Glow & Lovely by Hindustan Unilever Limited (HUL). Grounded in the historical and cultural context of India's fascination with fair skin, the research aims to understand whether the perceived shift in attitudes towards fairness products reflects an authentic societal transformation or merely a serendipitous incident. Through a comprehensive literature review, the study examines the impact of whitening cream advertising on societal perceptions of beauty, the postcolonial geocultural insights into fairness product advertisements, and the ramifications of India's fairness obsession on individual self-esteem and societal norms.

The literature review highlights the pervasive promotion of fairness creams, the perpetuation of discriminatory beauty standards, and the societal implications of colorism in India. Furthermore, it explores the rebranding strategies of Fair & Lovely, shedding light on the complexities of brand positioning and market dynamics. By analysing existing research, the study identifies a research gap concerning the authenticity of the observed societal shift towards fairness products, prompting the need for further investigation.

Employing qualitative narrative research methods, including interviews with participants from diverse demographics, the study aims to uncover nuanced insights into changing consumer attitudes towards fairness products. By exploring participants' perceptions, experiences, and societal influences, the research seeks to ascertain the extent to which the observed shift reflects genuine societal transformation or transient consumer trends.

The study's methodology outlines the rationale for selecting qualitative approaches, including narrative research, and specifies the target demographics of age, gender, and location. Additionally, it presents research questions designed to elicit rich insights into participants' attitudes, influences, and perceptions regarding fairness products, facilitating a comprehensive exploration of changing consumer sentiment.
In conclusion, this study enhances our understanding of India's fairness complex and provides valuable insights into the evolving or stagnant perceptions of fairness products in Indian society.

ABSTRACT 1
摘要 3
ACKNOWLEDGEMENT 4
INTRODUCTION: 6
BACKGROUND CONTEXT: 6
RISE OF UNILEVER'S FAIR & LOVELY: 7
SOCIETAL SHIFTS AND CHANGING CONSUMER ATTITUDES: 7
LITERATURE REVIEW: 8
INTRODUCTION 8
UNRAVELLING FAIR & LOVELY ADS: POSTCOLONIAL GEOCULTURAL INSIGHTS 9
IMPACT OF WHITENING CREAM ADVERTISING ON SOCIETAL PERCEPTIONS OF BEAUTY 9
REBRANDING FAIR & LOVELY: CHALLENGING SOCIAL STEREOTYPES AND MARKET DYNAMICS WITH
GLOW & LOVELY 10
NAVIGATING INDIA’S FAIRNESS OBSESSION 11
RESEARCH GAP 12
METHODOLOGY 13
QUALITATIVE RESEARCH DESIGN 13
RESEARCH QUESTIONS FOR INTERVIEW: 15
FINDINGS 16
DISCUSSION 27
FINAL CONCLUSION 32
REFERENCES 36

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